TTNQ launches its first global trade campaigns with Expedia and Trip.com

Tourism Tropical North Queensland is eyeing a return to a $1bn international tourism economy as it takes the next step in its pandemic recovery. See how they’re doing it:

Tourism Tropical North Queensland is eyeing a return to a $1bn international tourism economy as it takes the next step in its pandemic recovery with a campaign putting the Great Barrier Reef and Cairns brand “on the shelf” for international travellers.

TTNQ’s first global trade campaigns partnering with Expedia and Trip.com for the Cairns and Great Barrier Reef brand are now live in seven key international markets convincing would-be visitors to ditch their trip to Europe for a warmer climate in the tropics.

Master Reef Guides on the Great Barrier Reef. Images: TTNQ

TTNQ chair John O’Sullivan said the global campaigns were among some 20 campaigns using the Federal Government’s $15m International Tourism Recovery Program funding.

“TTNQ has never before had the funding to undertake such large-scale trade campaigns, enabling us to strengthen the region’s representation as a leading travel destination and boost conversion from our key international markets post-pandemic,” he said.

“This level of investment will drive the region’s recovery with the International Tourism Recovery Program funding already delivering more than $3m in gross sales after just three trade campaigns in Japan which ran from June to July.”

Snorkelling the Great Barrier Reef. Images: TTNQ

TTNQ chief executive officer Mark Olsen said the campaign activity was closely aligned with Tourism and Events Queensland’s international initiatives such as their campaign “A Beautiful Way to Be” in China to maximise results for the region.

“Partnering with influential brands like Expedia and Trip.com will ensure our region is penetrating a highly competitive travel marketplace and leveraging Tourism and Events Queensland’s activity,” he said.

“The Trip.com partnership will be live in the United Kingdom, China, Singapore and Japan at various times until May 2024, while the Expedia partnership will target the United Kingdom, Japan, the United States, Canada and New Zealand.

“Our unique Trip.com campaign activities include a live streaming promotion via WeChat in China featuring more than 50 Tropical North Queensland products through China’s largest online travel agent Ctrip, which has more than 90 million users,” he said.

Aerial of Divers Den's AquaQuest boat on the Great Barrier Reef. Photo: TTNQ

“Expedia is incorporating a tactical activation with discount coupons in the US market to drive greater conversion and we will link with more than 100,000 travel agents across some 40,000 travel agencies in Japan and New Zealand through the Travel Agent Affiliate Program which helps consumers to book their perfect holiday.”

Mr Olsen said the campaign was about ensuring Tropical North Queensland is at the top of peoples minds when it comes to a travel destination.

“When you walk into the supermarket you haven’t always decided what you are going to buy but you have a pretty good idea, so if you do not have product on the shelf globally you are not in the competitive set.

“So, what we have done now is put Cairns and the Great Barrier Reef products, experiences and whole itineraries up on the shelf for international buyers to say they have options on how I want to travel.

“If you are not their on the shelf and ready to bought you aren't in consideration.”

Originally published as TTNQ launches its first global trade campaigns with Expedia and Trip.com